According to sources and reports by ET, CEO at BSC – Shantanu Deshpande said, “The two barriers to enter FMCG have lowered significantly. At scale marketing, which required deep pockets, could be replaced, to some extent, by efficient digital and social outreach and distribution networks could be replaced by ‘direct-to-consumer’ shipping”.

“Other than the blades for which we have a partnership with Feather in Japan, we have designed and formulated every single element of the system. Once you buy, you can then subscribe to the blades and creams. The subscription is very flexible – you can choose your products, frequency of refill, pause/restart/cancel any time,” Deshpande added.